The Future of Search

Retargeting: The new Behavioural Ads

What’s he talking about?Ok, so today I’m going to cover:

• The Basics• How it works• A couple of quick and dirty case studies• Some ideas on how it can be applied• Some top tips• Some advanced strategies & techniques

• And THEN... I’m going to finish talking.

What I’m NOT going to talk about...This isn’t a workshop

• I won’t be demonstrating the ‘nitty grits’ how to set all this up from scratch – please refer to the links at the end of this presentation for help...

The Basics

Retargeting

Applications:

• Email auto-responders after shopping cart/enquiry form abandonment

• Showing Ads to people after they’ve left your website

• Note: Retargeting is a LOT like email marketing

Retargeting – “Remarketing”

Retargeting

Some of the players:

www.retargeter.com

www.yahoo.com

www.google.com

Google Remarketing – How?Always Plan first!• You add remarketing codes (scripts) to pages of your website• As soon as they’re added, an audience list begins to build• Once the list hits 500 people, Google text, image and/or video

Ads can be displayed to them reminding them to come back.• Visitors who do convert can be added to a separate audience list

so they’re not followed (stalked).

• http://www.youtube.com/watch?v=Ww0iqj3wppY

Some Quick Case Studies

Remarketing Case StudyA small Australian-based Online Retailer.

Remarketing Case Study

Remarketing Case Study 2.

Remarketing Case Study 3.

Remarketing Case Study 4.

Some Application Ideas

Retargeting is creative• If you’re a creative and logical thinker, you’ll find Remarketing

addictive.

• The following slides are some ideas on how it can be utilised.

• WARNING! - Google ‘Display Ad Builder’ Madness coming up...

Retargeting IdeasBranding

Show Ads to people to keep your brand top of mind...

(note, there’s no call to action in these Kogan’s Remarketing Ads)

Retargeting IdeasAbandoned Carts

Retarget people if they’ve not completed a checkout process, with coupon code offer – i.e. 10% off.

Use auto-responder emails (just like Barry Smyth does when you abandon registration for this event!) Note: this an example Ad!

Retargeting IdeasCampaign Support

Retarget to people when you have a campaign running...

Note: this is also an example Ad!

Retargeting IdeasSpecial Occasions

Retarget to people when Special Occasions roll around... Think Christmas, Valentines Day etc...

Note: this is also an example Ad.

Retargeting IdeasDaily Deals

Retarget to people showing new deals...(requires forward planning)

Note: these are also example Ads.

Retargeting IdeasProduct Launches

Retarget to people showing new or updated products...

Note: This is a real Ad.

Retargeting IdeasCompetitions

Retarget to people to promote your new competitions...

Retargeting IdeasPromotion - Competition Reminders

Retarget to people who have viewed a promotion page on your site but did NOT enter...

Note: I wish this was a real Ad.

Retargeting IdeasRecruitment

Retarget to people who have viewed a job page on your site...

Note: this is also an example Ad.

Retargeting IdeasReputation Management?

Retargeting Ideas

Note: this is an example Ad.

Retargeting IdeasAds to say ‘Thanks’

Thanks for entering?Thanks for your support?Thanks for just being you?

Note: this is an example Ad.

Some Top Tips

Retargeting Top Tips1. Keep Text and Image Ads in Separate AdGroups

Retargeting Top Tips2. Make sure Image Ads use similar colours and fonts to

website (increases re-call and familiarity)

Retargeting Top Tips3. Use lots of creative variation (Text and Image) to prevent

‘Banner Burnout’.

For Display, use lots of different sizes and shapes to obtain

Maximum Reach.

Retargeting Top Tips4. If budget is low, use Display Ad Builder templates to create

Ads, then screen-grab, crop in Photoshop and upload as Google Image Ads – they get approved much faster than DAB (Display Ad Builder) Ad’s.

Retargeting Top Tips5. Bid high initially (similar to new display campaigns) to get

seen and established quickly, then try pulling back...

Retargeting Top Tips6. Use Frequency Capping or Ad-Scheduling in AdWords

Campaign settings to help prevent over-exposure...

Retargeting Top Tips7. Start building remarketing lists NOW even if you don’t think

you’ll ever use them!

You never know...

Retargeting Top Tips8. Combine Audiences where possible.

Create an Audience list to remove people who have previously bought from you.

Here’s how...

Retargeting Top Tips

Retargeting Top Tips9. Make sure you allow people to opt out of remarketing...

Advanced Retargeting/Remarketing

Advanced Retargeting IdeasUse dynamic script injection on forms to create highly targeted lists.

Inject Male retargeting script

Or... Inject Female

retargeting script

Advanced Retargeting IdeasLet’s say you’re HP and you sell printers.

Create a ‘custom combination’ audience list to show people Ads exactly 1 month after purchase reminding them about great toner offers (ongoing consumables etc).

Here’s how...

Advanced Retargeting Ideas

Advanced Retargeting Ideas

Advanced Retargeting Ideas

Advanced Retargeting Ideas• You can also setup auto-responder remarketing campaigns.

• Weeks 1 – 2 after visit, show the 1st Ad• Weeks 2 – 4 after visit, show the 2nd Ad• Weeks 4 – 6 after visit, show the 3rd Ad

• And so on...

Advanced Retargeting Ideas• Why not try combining the power of Facebook’s Ads

demographic targeting with Google Remarketing to build super targeted lists?

• Here’s an example:

Advanced Retargeting Ideas• Build target audiences and place Facebook Ads.

Advanced Retargeting Ideas• Point Ads to DEDICATED landing pages specific to each

Facebook Ads Campaign group

Advanced Retargeting Ideas• Create dedicated (orphaned) Landing Pages for each Ad with

separate Remarketing scripts to create ‘demographic’ Remarketing lists. Now you’ll know exactly ‘who’ your remarketing to.

• Eg. Build audiences and remarket to women (and men) who have viewed, but not converted, with different marketing creative.

In Summary…• Retargeting is powerful and proven to work• You can be as active or as passive as you like• Think outside the box - always PLAN.• It is a lot like email marketing, those segmented audience lists

can be gold.• Did I mention? It’s really fun!• For more resources (basics to advanced) visit :

www.reseo.com/remarketing.html

• OK, I’ll stop talking now…

Questions?To contact me (Chris Thomas) personally

• E: Christ@reseo.com• T: @reseo

• P: 03 9415 2383• M: 0414 986 957

• W: www.reseo.com